shopper brain conference
Amsterdam, oct 30-nov 1, 2019
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The Shopper Brain Conference Europe

The Shopper Brain Conference is an exclusive event that explores the intersection of retail and consumer neuroscience. The event consists of two days (October 31 & November 1, 2019 and a pre-conference masterclass)

NEUROMARKETING CRASH COURSE 'Introduction to Neuromarketing'

Wednesday, October 30, 2019 (9:00-12:00)

Start the Shopper Brain Conference well-prepared with this neuromarketing crash course. The afternoon consists of an intensive learning session about everything a marketer needs to know about the brain. Addressing topics like: 
• What is neuromarketing?
• What are the main neuromarketing research methods and what information can they bring?
• Which cognitive processes matter in advertising, and how to measure them?

Click here to book only the pre-conference crash course (separate from the conference).

(Program last year)

9:00Welcome coffee & registration
9:45Opening by Master of Ceremonies, Phil McGee, President Decision Breakers (US)


An Introduction to the Shopper's Brain
• What happens in our brains when shopping?
• The shopper's brain online and in-store
• The implications for shopper marketing
Mike Storm, Chief Operations Officer, Neurons Inc (DK)


The Choice Factory: Unlocking the Potential of Behavioral Science for Better Results 
• Why marketers should care about findings from psychology
• How to harness behavioral science to improve the effectiveness of marketing efforts
Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD (UK)


Coffee Break



Print vs. Video Advertising
• How do print and video advertising perform on customers’ memory and motivation?
• What are the strengths and weaknesses of these formats?
• Powerful strategies to make print and video formats reinforce each other
Tim Zuidgeest, Co-Founder, ST&T Research (NL)


The Power of the Neuro Logo
• Are visuals really more effective than text in brand logos?
• What is the effect of logos with emblems and logos with text on brand recall and brand associations?
• Which criteria decide what brands can switch to using emblems?
Buket Bakıc, Market Research Specialist, Turkcell (TR)
Eda Ocak, Strategy Director and Partner, ThinkNeuro (TR)


Lunch Break



Priced According to Value? Decoding and Utilizing Unconscious Value Perception
• How to measure value perception directly from buyers’ and sellers’ minds?
• Bringing neuroscience into the field of pricing
• Cases from retail, FMCG, tourism, pharma and financial services
Matthias Wirth, Managing Director, The Neuromarketing Labs (DE)

What is the Real Price Consumers Are Willing to Pay?
Non-Strategic Answering in Pricing Research
• Accurately measuring price sensitivity: a new, more predictive method based on reaction-time patterns
• Key insights to questions as: how to identify the real optimal price? How to model the effects of price increases or decreases? How to measure the effect of competitors’ prices on price perception?
Timothy Desmet, Founder and Managing Partner, Profacts (BE)


Coffee Break


Memory & Marketing
• Why is the marketing of ideas relevant for sales
• What is the impact of marketing-related associations on the business success
• How to influence memory-based associations?
Steffen Schmidt, Knowledge Analyst, LINK Institute
Philipp Reiter, COO & Partner, eye-square


Business to People Strategy (B2P): Appealing to Unique Desires
Interacting with Consumers as People First 
• What are the benefits of a business to people approach?
• Better understanding of individual people with unique wants, expectations, and tastes
• How can the interactive, clerk-to-person sales benefit?
Dan Hill, President, Sensory Logic

16:45Wrap-up & Networking Drinks 
19:00Conference Dinner
Mingle with other shopper marketers, consumer insight professionals, and everyone else with a passion for retail and an innovative mind, while enjoying the Amsterdam cuisine in a lovely atmosphere.

(Program last year)

9:00Welcome coffee and registration
9:30Welcome Back
Phil McGee, President Decision Breakers (USA)

9:45The Cake is also for the Small Ones
Key brain-pleasing methods for service retailing.
• the most effective brain-pleasing methods that even small retail companies can use to get customers’ preference
• the making of a very successful retail concept, with brain-pleasing methods involved
Lluis Martinez-Ribes, Associate Professor at ESADE Business School & Partner at m+f=! (SP)

10:15Combining Online Methodologies with Behavioral Science to Unravel Shopper’s Attention
• Creating a multi-stage online behavioral simulation mapping the purchase journey without asking
• Case study with a new approach that focuses on implicit choice rather than implicit associations
Abi Moorcock, Insights Director, Irrational Agency (UK)

10:45Coffee Break


Do Other Shopper Brains Think Like Me?
• Measure shopper engagement using neural similarity from EEG data
• Compare and contrast brains of different shoppers (female/male, younger/older, conservative/liberal, etc.)
• Apply research insights to optimize advertisements for specific audiences
Prof. Sam Barnett, Engineering Sciences & Applied Mathematics, Northwestern University

Visual Cues of Packaging Design
• How do specific visual cues (rounded corners, shape, texture, weight) affect saliency perception and product value?
• How does package design impact purchase choices?
• Key findings of a combined Eye-tracker/EEG study on 30 young customers
Lucia Carriero, CEO, Neuroset (IT)

12:15Creating Brain-Friendly Adjustments for the Online Version of Your Packaging
• How to optimize your packaging for online shopping?
• How to use fMRI research to create online 'packages' with the same effect as packaging in real life
• Case study: hero packaging
Walter Limpens, Co-founder Neurensics
12:45Lunch Break



Case Study: Improving the Effectiveness of Terms and Conditions in Online Shopping
• Testing the effectiveness of online terms and conditions using advanced eye-tracking and facial expressions technology 
• How to effectively communicate about delivery, returns and guarantees in webshops?
Samir Karzazi, Director in iMotions Enablement Services    


Case study: Optimize Consumer Experience in a Museum
• The impact of a neuroscience-inspired smart phone app on visitor engagement in the Peabody Essex Museum
• Measuring the visitor’s responses to reveal the visitor’s viewing goals and experience 
Tedi Asher, Neuroscience Researcher at Peabody Essex Museum
Geoffrey Gill, President, Shimmer Americas




Research Tools Portugal’s Biggest Retail Company Uses to Improve Customer Experience
• Real-world examples of how Sonae manages the barriers of cost and uncertainty
• An overview of research tools and techniques Sonae uses to gain insights into the customer experience
Ricardo Maia, Market Research Specialist, Sonae (PT)


Case study of a Dutch Telco:
Using Eye-tracking and EEG for Effective In-store A/B testing

• What happens when you turn a physical shop into one big screen?
• How do customers respond to a completely adaptable store?
• Key insights: how do customers process the shop? Where do images successfully draw attention? What images drive interaction?
Coen Olde Olthof, CEO, Alpha.One (NL)

16:30Wrap-up and networking drinks